Peru - Loma Luna
In October 2001, PCI-Media Impact began formative research in the Andean
region covering the 4 countries – Bolivia, Colombia,
Ecuador and Peru. Building on the findings of this study,
PCI decided to initiate an entertainment education (EE) intervention
in Peru through Calandria, --a progressive social service
agency with a twenty-year history of conveying women's issues
through radio, based in Lima, Peru.
After nearly two years of planning, the resulting radio
serial drama Loma
Luna (Moonscapes), began weekly  broadcast
in Lima , Peru in November 2003, finishing its successful
first season run in December 2004. Planning and production
for the second season of the show, this time with a more
youth-oriented focus has begun and is set to start
broadcasting in November 2005.
Program Format:
The first season’s 90-minute show, addressed reproductive
and sexual health, HIV/AIDS prevention, gender equity and
discrimination, domestic violence, and environmental concerns
unique to the region, and aired on Radio Union every Sunday.
The target audience for the show was men and women of reproductive
age. The show included music, a serial drama, and a live
call-in session between listeners and guest experts who addressed
sexual and reproductive health and other issues. The magazine
format style of the show allowed PCI to reinforce the social
messages highlighted on each program where Loma Luna offered
a safe space for experts to interact with listeners and serve
as an accessible resource, providing information and answering
questions. The first season has an estimated audience of
40,000 listeners per episode in and around Lima .
Program Partners:
PCI's on the ground partner on Loma Luna is Calandria,
a 22-year-old Peruvian NGO committed to the idea of communications
for social change; our program evaluation partner is the
School of Public Health, Cayetano Heredia University (CHU)
in Peru.
Broadcast Reach:
In July 2004, Calandria hosted a training for 25 radio
stations, representing 26 additional cities outside of Lima
. Some of the stations were community radio stations and
some were commercial; they were all chosen based on the width
of their audience reach, with the intent of getting Loma
Luna to as many listeners as possible. At this time,
a total of 16 radio stations are broadcasting Loma Luna throughout
Peru , adding an estimated 200,000 additional listeners throughout
the country.
Both PCI-Media Impact and Calandria are committed to working with and
expanding the network of commercial and community radio stations
that formed as a result of the July 2004 training. In fact,
Calandria recently completed on-site interviews with radio
stations from eight cities outside of Lima (Tacna, Iquitos,
Piura, Casma, Tarapoto, Arequipa, Chulucanas, and Cajamarca)
to gauge their reasons for broadcasting (or not broadcasting)
the Loma Luna serial drama, as
well as their experiences doing so. Radio stations of different
profiles (geographic regions, community and commercial broadcasters,
affiliations, etc.) were selected to identify the issues,
concerns, and interests of diverse audiences in relation
to broadcasting entertainment-education programs or participating
in future trainings. Data gathered from these interviews
is now being analyzed and will be used to help PCI and Calandria
understand how best to monitor and support local radio stations
as they develop and produce entertainment-education programming.
In addition, we will begin measuring the number of persons
who access local health service providers as a result of
listening to Loma Luna.
Calandria has also been busy distributing Loma Luna programs
thematically-oriented around HIV/AIDS to 500 organizations
in Latin America and the Caribbean through the Acción
en Sida network.
Program Impact:
CHU undertook a three-part evaluation to measure the
impact of Loma Luna. Phase I, a baseline study designed
to capture data on levels of information, attitudes, and
behaviors in relation to sexual and reproductive health,
discrimination, and environmental awareness, was completed
in February 2004. Phase II, a qualitative evaluation conducted
in the three cities of Lima , Tarapoto, and Arequipa , was
carried out in October 2004. In each of the three cities,
researchers organized focus group discussions with Loma
Luna listeners to identify similarities and differences
between listeners from four demographic groups as to how
and why they listened to the show, the messages they absorbed
and that impacted them, and how they incorporated this information
into their daily lives. In addition, researchers conducted
semi-structured interviews with health service providers
and non-listeners to the program in each city. Currently,
the results of Phase II are being analyzed and preparations
are moving forward for the third and final stage, a post-intervention
impact evaluation, which is scheduled to be completed in
the summer of 2005.
Related links:
www.enbuenaonda.net/portal/lomaluna.php to visit the program's spanish language website.
Loma Luna Airs Throughout Peru
Chasing Loma Luna - From On Air Fall 2003
Peru
Workshop Uses Drama to Create Drama - From On Air
Winter 2003
Interactive in the Andes
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